Statement of Intent

Me and my friends have planned to meet up to film the music video I have friends of different ethnicity in my music video which meets the criteria of having different social groups in the brief I will help direct the music video through the use of my story board. I have decided to do an urban music video as I concluded that is how I wanted my artist to be represented on my website and it could be done with the facilities we had open us. I have decided that the main location will be in Rainham as it is accessible and I believe able to represent the image I am attempting to portray my artist. There will be other locations used like a basketball court and outside a chicken and chip shop as urban areas are known to have a lot of these and it’s a place where the youth come together which will be represented in the music video.

The costume will be simple things like: jeans, T-shirts, hoodies, jackets, trainers etc. These casual clothing, I will use to help present and represent the urban culture in some way shape or form. My music video would meet or represent my mass audience of 16-25 mass market demographic. Furthermore the lighting will be manipulated by the time of day and the house lights. So if we planned to do a dark night scene with minimal lighting we will go to a place where the street light is our only source of light and it will be shot in the evening.

Sounds help define the genre of the music video for example if the concept of the music video is quite dark and sounds violent the assumption can be made that it may be a drill song or possibly a grime song depending on the sound.   

I have decided to have a predominantly black cast as that is the normal conventions of an urban music video.
The media have built a stereotype against black people. The image that has been created is that black males are violent, gangsters etc my music video will give a different feeling to what you may see in other urban music videos.